Omar T. O. Salem – Kiss Marietta (2023): A szolgáltatásminőség hatása a nemzetközi hallgatók lojalitására magyarországi felsőoktatási intézményekben
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Omar T. O. Salem – Kiss Marietta (2023): A szolgáltatásminőség hatása a nemzetközi hallgatók lojalitására magyarországi felsőoktatási intézményekben. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 255–255.
Authors
- Salem, Omar T. O.. Debreceni Egyetem.
- Marietta, Kiss. Debreceni Egyetem.
Abstract
The Influence of Service Quality on International Students’ Loyalty in Higher Education Institutions in Hungary
Today’s higher education institutions (HEIs) face intense competition to attract new students and retain current ones; the service quality perceived by students has been identified as a means of crucial differentiation in the creation of their loyalty. In our research, with an online questionnaire (N=479) we examined service quality perceived by international students of five Hungarian HEIs with the largest number of international students (measured by SERVQUAL) as well as their loyalty, affective commitment and perceived academic competence; the relationships between them were revealed by structural equation modelling (SEM). According to our results, students’ expectations are higher than their experiences in all five dimensions of SERVQUAL, with responsiveness showing the largest and tangibility the smallest difference; all quality dimensions have positive direct effects on affective commitment and perceived academic performance; all quality dimensions (except responsiveness), affective commitment, and perceived academic performance have positive direct effects on loyalty; affective commitment and perceived academic performance partially mediate the relationships between all quality dimensions and loyalty, except responsiveness, where full mediation was detected.
higher education service quality SERVQUAL loyalty international students
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023